Studies suggest that enhanced cleaning practices can be a valuable tool for attracting new customers and improving customer satisfaction, and brands that are committed to occupant health and wellness will be well-positioned to succeed in emerging markets.
Attracting New Customers With Enhanced Cleaning Practices
The COVID-19 pandemic resulted in a kind of trust paradox between consumers and brands, whereby buyers and facility employees were compelled to place their faith in the invisible outcomes of an organization's efforts to maintain high levels of facility safety and hygiene and arrest the transmission of a deadly airborne pathogen.
As time passed, a new paradigm was established emphasizing the criticality of facility hygiene, underscored by the migrating buying power and services of consumers and office workers who have demonstrated a commanding preference for brands that exhibit a foundational commitment to occupant health and wellness. [1]
The Importance of Brand Trust
Even amid seemingly endless economic havoc, brand trust ranks second, just behind price and affordability, among consumers when considering a new purchase--ranking higher with potential buyers than how the brand treats its customers or how well it performs.
According to a recent Edelman Trust Barometer Report, brand trust surpasses company reputation, performance, and customer treatment as the second most crucial factor, with 53% of the 22,000 respondents across 11 markets.
The survey indicates that individuals with high brand trust commonly exhibit desirable behaviors, including:
- Displaying brand loyalty by exclusively purchasing products from a trusted brand, even when cheaper alternatives are available.
- Showing immediate interest in exploring new products from the trusted brand.
- Feeling more at ease sharing personal information.
- Following the brand's communications.
- Engaging in, sharing, or reposting brand social content.
- Actively recommending or even defending the brand. [2]
Reducing Perceived Health Risks
Occupant perception of facility cleanliness significantly impacts perceived risks to health and whether or not they choose to patronize or return to an establishment. [3]
Enhanced cleaning has been shown to reduce occupant perception of health risks over cost investments into technologies facilitating social distancing and contactless service.
According to a study published by the U.S. National Institutes of Health;
The study results show that adopting advanced cleaning technologies can be effective in reducing perceived health risk without the adoption of technologies for social distancing.
This is an important strategy considering the costs associated with technology adoptions; hotels can focus on the adoption of cleaning technologies when the adoption of automation technologies incurs large costs. [4]
Further, according to a report published by the Journal of Food Service Business Research;
Restroom appearance had the greatest impact on cleanliness, followed by personal hygiene items.
In addition, RRC [Resturant Restroom Cleanliness] impacted customer satisfaction and did not vary based on customer segmentation.
However, older restaurant patrons were more likely to report RRC issues than younger patrons.
The research demonstrates that RRC is an essential element to the success and viability of a food service operation and is an important aspect of academic research in food service operations. [5]
References
- Bubna, V. (2020, October 9). 5 Reasons Marketing Hygiene Measures is a Must for Brands to Bounce Back Post Covid-19 Lockdowns. Entrepreneur. https://www.entrepreneur.com/en-in/marketing/5-reasons-marketing-hygiene-measures-is-a-must-for-brands/357511
- Marszalek, D. (2020, June 26). Edelman: "Trust Has Become A Game Changer For Brands" [Review of Edelman: "Trust Has Become A Game Changer For Brands"]. PRovoke Media. https://www.provokemedia.com/latest/article/edelman-'trust-has-become-a-game-changer-for-brands'
- Education, S. A. P. C. of, Bimbilla, Education, G. A. M. C. of, Pusiga, Education, G. N. I. C. of, Tamale, & Ghana. (2019). Assessing the Impact of Sanitation on Customer Retention: A Survey of Restaurants in the Tamale Metropolis. Open Access Library Journal, 06(12), 1. https://doi.org/10.4236/oalib.1105967
- Shin, H., & Kang, J. (2020). Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness. International Journal of Hospitality Management, 91, 102664. https://doi.org/10.1016/j.ijhm.2020.102664
- Kim, H., & Bachman, J. R. (2019). Examining customer perceptions of restaurant restroom cleanliness and their impact on satisfaction and intent to return. Journal of Foodservice Business Research, 22(2), 191–208. https://doi.org/10.1080/15378020.2019.1596002
Takeaway
A clean and well-maintained facility makes an excellent first impression and can help build trust with potential customers.
It can also help improve employee morale and productivity.
Here are some tips for attracting new customers with a cleaner facility:
- Ensure maximum curb appeal by cleaning the sidewalk, walkways, and parking lot daily.
- Add additional curb appeal and safety with integrated pest control services and advanced window washing.
- Place hand sanitizer in convenient locations around the building.
- Increase natural and mechanical air flow through the facility to maximize indoor air quality.
- Keep the restrooms clean and stocked with supplies.
- Use environmentally-preferable products.
Ensure the facility is clean and well-maintained through sustainable practices.
Outsourcing is a proven method for onboarding highly in-demand cleaning and disinfection services and experience for a fraction of the price of maintaining a similar service in-house.
If you would like more information regarding the effectiveness of high-performance infection prevention and control measures, or if you would like to schedule a free, no-obligation on-site assessment of your facility's custodial needs, contact us today for a free quote!
In Bakersfield, CA, call (661) 437-3253
In Fresno, CA, call (559) 206-1059
In Valencia, CA, or Santa Clarita, CA, call (661) 437-3253
In Palmdale, CA, or Lancaster, CA, call (661) 371-4756
